Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at the risk of diluting the brand by attracting older customers) and whether to increase the frequency of introducing new styles (at the risk of more fashion "misses"). Altogether, Montes Calçados might need to rethink the "Brazilian" positioning of its brand. The case is suitable for strategy and general management courses because it raises questions about a company's basic direction and business definition as well as the management of complex issues associated with doing business worldwide. Because this case suggests the overlap of key marketing decisions with strategic questions, it can also be used in both required and elective marketing courses, especially for topics on distribution of consumer products and brand management. This case can be used in advanced undergraduate, MBA, or executive-level courses.
Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry;
Citation:
Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018. View Details